Lesson 9: Everyone wants to go Viral

Everyone wants to go viral.

But there’s no real formula for doing it. If there was a guaranteed formula, everyone would do it. Realistically, unless your idea and video are so amazing there has never been anything like it ever, you’re not going to go viral. 

And even if it is, the right people must see it to spread it.  Sometimes it’s not even that it’s amazing; it could be the most boring, mundane thing in the world and simply the right person tweeted it or “discovered” it. 

In fact, sometimes apps or products sit for years and suddenly become overnight sensations. 

Having your founders talking about something is unlikely to get you viral. What you can do is ask your investors and customers to push your story to others. Incentivize your audience. Give them benefits for sharing and liking on social media. Give them a reward for investing in your company or purchasing your product. 

They’ve invested in you which means that it’s now in their best interest to help you do even better. Send a video to your investors and customers thanking them and asking them to share with others. And truthfully, it’s now to their advantage to get others involved. Spreading the word is how they can come along for the ride.

The effects of displaying genuine gratitude cannot be overstated. You’d be surprised how much good this will get you and almost no one does it. When was the last time you got more than a receipt for a purchase? Look for these little ways to show people that you care, and they will care about you back and bring you more people. 

A small amount of care can mean a lot. Why is Chick-fil-A one of the most profitable fast-food chains in the U.S. despite being in a ruthlessly competitive industry? Business Insider attributes their success to the genuine care the company provides for its employees which is then reflected in the stellar hospitality they deliver for customers. 

Try to imagine a time you had a bad experience at Chick-Fil-A. Now imagine every time you go to McDonalds. Yes, their ice cream machine is still broken, and your burger looks nothing like the picture on the menu.

Franchisees have been known to cover costs for a worker’s education or support them during a personal emergency, or to encourage employees to follow their dreams, even if doing so will ultimately lead the worker to leave the chain.

This culture of caring seems to have directly translated to how Chick-fil-A employees treat customers. In 2018, for the third year in a row, the company was rated Americans’ most beloved fast-food restaurant in the American Customer Satisfaction Index’s annual survey.

Keep in mind, there are things in your video and in all other marketing that you can’t say. Generally, making promises of returns without the proper investor warnings is not allowed. You can talk about what you’d like to do and your projections, but you can’t say or imply the investor will make money. Make sure you don’t say things you can’t and use the proper disclaimers to protect yourself. You don’t want to get in trouble with the SEC and must stop your campaign after you’ve done all this work.  

Focus on your vision, competence, and your idea. The investment horizon is long for start-up investments, so you’re better off recruiting your investors as partners on your journey rather than people in it just for cash.

1)  Steven John, “Chick-fil-A is one of the most profitable fast-food chains in the US — here’s why they’re so successful,” Business Insider, October 13, 2018, https://www.businessinsider.com/why-chick-fil-a-is-successful-2018-9.